Nearly all content marketing advice is broken out into one of two trains of thought.
First there is the tactical advice. These are things like best practices, optimization and anything else that deals with improvements at the micro-level.
Zooming out one step is strategic advice. These are the considerations that help to guide and organize our tactics. They deal more with things like how content marketing can be used to build your online presence and SEO.
Content marketing is often proclaimed to be one of the most valuable, effective marketing strategies available. But there’s a critical caveat to that description; people have to read your content for it to be valuable in any way. Of course, content comes in many forms—when I say “read” what I actually mean is “consume”. A person would need to read an article in the same way they would need to watch a video or listen to an interview—the point is, if a person isn’t engaging with your material, your material isn’t worth anything. So why people aren’t reading your content?
There are several potential reasons that could prevent someone from reading your material, and learning to prevent or mitigate those reasons can help you improve your readership (and therefore your entire content campaign). Pay special attention to these seven potential reasons, which I have found to be some of the most common and most devastating.
Facebook wants to be your digital assistant. The social network today announced it is testing a Siri-like personal assistant called M.
The service is a blend of artificial intelligence — similar to that which powers Apple’s Siri, Google’s Google Now and Microsoft’s Cortana — and human input, and Facebook believes that combination will make M better than its rivals. Like Siri, M will be able to give recommendations about the best places to dine in a city or help people pick a gift for a friend, but M will also be able to complete tasks such as making a restaurant reservation or having the gift delivered.
Do you use Google+ Hangouts?
Interested in ways to use them for your business?
Google+ Hangouts are a great way to hold group meetings, interact with customers, interview people and share your expertise.
In this article you’ll discover eight ways to use Google+ Hangouts for your business
Email is one of the most popular channels for distributing a survey. But for some reason, most of the emails I receive that include a survey look like they were thrown together as an afterthought.
Many have boring subject lines and uninspiring copy and creative, so I rarely feel compelled to participate. If your emails with surveys are lacking opens, engagement and click-throughs, here are my seven tips for improving them:
Our industry is on a journey. Digital media is growing up, and as mobile becomes the predominant way people consume content, marketers are learning the best ways to incorporate it into a broader offering.
Mobile’s ascent to market dominance has been one of our industry’s fastest shifts to date. According to eMarketer’s research, published in Direct Response Tactics Take Majority of US Marketers: “In 2014, mobile advertising spend versus desktop reached an all-time high of 41 percent of all US digital advertising spend.”
Advertising's programmatic revolution will be televised -- by Hulu.
This fall the streaming video service, which is owned by NBC Universal, Fox and Walt Disney Co., will open a private ad exchange powered by Facebook video ad exchange LiveRail to let marketers to buy ads on Hulu as easily as if they were purchasing something on Amazon. To make sure those ads are shown to the right people, Hulu will let brands combine their own data with Hulu's information on people's age, gender, location and what shows they watch as well as data from companies within Oracle's data-management platform.
When setting up a paid Facebook ad, there are a lot of boxes to be checked.
Are you targeting the right people? Are your image dimensions to scale? Are you running the right type of ad? If we're being honest, it can get a little confusing.
With more than 1.4 billion people using Facebook and over 900 million visits every day, Facebook offers up a unique opportunity for marketers to augment their organic efforts. Trouble is, with both an investment of time and money on the line, there's not much room for oversight.
To help, we've put together a checklist to help you keep all of your campaign details straight. It will help ensure that you're tapping into the right audience with the right ad at the right time.
What are you waiting for? Get to checkin'.
The Ultimate Checklist for Creating & Optimizing Facebook Ads
Industry disruptions are like New England snowstorms—more frequently forecast than felt. This past winter, though, the meteorologists' predictions came true, and for my hometown of Boston, the Nor'easters were unrelenting.
The marketing industry faces simultaneous storms of disruption in mobile, video, and programmatic advertising. These three forces will reshape the platforms, the pixels, and the pipes of digital media. As fortune favors the prepared, executives are wise to educate their organizations about these landscape-altering forces.
It’s an extremely important question to ask before you start devising a social media marketing strategy because there’s really no use in spending a ton of time and energy establishing a strong presence on a site that isn’t going to yield any positive returns.
One way to figure out exactly which networks make sense for your brand is to use data, such as demographic information, to provide some insights into networks relevant to you. You can do this by following a simple two-step process that I’ll lay out in the rest of this article. But at a very high level, the idea is to figure out who your perfect target audience is, then to use an infographic we’ve created to figure out exactly where to reach these people.
Don’t Get Snapchat? Don’t Panic!
First, if you don’t even get Snapchat at all, let me direct you to my post from earlier this year that provides a still-good overview (or at least I think it does):
A Marketer’s Guide To Snapchat & How Brands Can Build Followers Through “Stories”
As you’ll discover, Snapchat isn’t just for teens nor as a way for only teens to send private messages to each other. As a regular user this year, I’ve found it a wonderful way to pass the time seeing the “Stories” that people and brands share on the service to the world.
Some Twitter users who use Google Chrome are seeing the ability to receive desktop notifications when they get direct messages.
Reader Matteo Gamba of TransferWise shared the screenshots above and below, which occurred after visiting Twitter.com via Chrome on a PC.
A survey released by Manta shows that nearly 50% of businesses have increased their time on social media channels in the last year, according to Michael Fertik at Forbes. Another 55% of businesses surveyed are actively using social media marketing for lead generation and customer engagement.
Yet, 60% of small businesses reported no return on investment for their social media marketing.
That may seem dire, but it does mean that 40% of small businesses are seeing some ROI. What are they doing differently?
Want to make sure your ads stand out on Facebook and Instagram?
Have you tried Carousel Ads?
While many businesses use Carousel Ads solely to promote products, the ads also provide an excellent opportunity to showcase your brand’s unique narrative.
This article, shares how to use storytelling in carousel ads to promote your products and stand out from your competitors.
What makes you stop scrolling through an article, open up a social media app and hit the share button?
Is it logic, emotion, or something else?
Turns out, there’s more to social sharing than just measuring metrics: Psychology.
The strange nature of our brains is the reason we hotly debate the color of a dress or why we freely and emotionally share a post by a grieving widow after the death of her husband or why we feel an urgent need to pass on that video of the ice-cream eating dog to our animal-loving father-in-law. (Guilty!)
It’s not logic that guides those shares; it’s emotion. How else can you explain 8.2 million hits to a YouTube music video that a majority of people claim to have not liked?
Have you noticed that Google Image Search on mobile will sometimes show you large filter buttons for your image search requests? Well, some have, and yes, Google told us they are new.
A Google spokesperson told us the feature was added earlier this summer and confirmed that this is permanent change, not a test.
Here are screen shots of how it works.
We at BrightLocal have just published the findings of the 2015 Local Consumer Review Survey.
This annual exploration into the consumption, attitudes and influence of local business reviews by consumers is now in it fifth year, giving us half a decade of trends to analyze and compare.
In this year’s survey, we asked 15 questions and had 2,354 people complete the survey, with 90 percent of respondents in the US and 10 percent in Canada.
Did you know your local mall has its own unique magnetic signature? It does -- and in the future, it could help inform the way you shop.
On Monday, IndoorAtlas unveiled a new technology that should make it more convenient for shoppers to find what they’re looking for when they visit a mall. Rather than merely indicating where a store is situated in an indoor shopping setting, the technology can pinpoint exactly where a product category, such as men’s shirts, is located. The tech can also be used to find specific brands.